21 Jun 5 things you can do right now to improve your sales lead generation
As the pressure increases on marketing departments to generate more qualified sales leads with less, there are a number of things you can do to check and improve your overall effectiveness.
1 Review your segmentation
When was the last time you checked your market segments? Yet, over the last few years, many things have changed across all markets with new competition, new ways of doing business, and significant changes to operations. Can you drill down further into each segment? What is new? How has the market changed?
Revisiting your segmentation now could help you to identify opportunities in other sectors of the market that you hadn’t considered previously. Reconsidering and revising your market focus, and running a test campaign with updated messaging, could be a good and cost-effective way to revitalise the quantity and quality of sales leads that you’re delivering to the sales team.
2 Check your propositions
As markets change, so do business drivers and needs, but when was the last time you checked and refined your sales and marketing propositions? As it becomes increasingly difficult to get through to key decision-makers the importance of being on message is critical to get your voice heard through the market noise.
A quick and easy way to do this is to speak with your account teams who are dealing with your existing customers. What can they find out about the pains and the problems and the issues that your customers are facing today? Bringing your messaging up to date to focus on how you can help your customers with their issues today will help you to grow your business tomorrow.
3 Clean up your data
It may come as no surprise that over the past couple of years in particular data degradation has risen dramatically across all databases. There have been many Covid-related redundancies but also people opting to change roles to improve work-life balance.
Today, finding and buying good-quality data that provides you with the titles and functions that you need to target is very difficult. Often you can only find generic job titles and so reaching the person who has the problems that you can solve is even more difficult.
Ultimately, if more generic titles are targeted, this will result in messages being sent to potentially inappropriate contacts and falling on deaf ears. Time spent now going through and gathering data to establish a more focused database will help to generate more interest and leads.
4 Change your approach
It was Henry Ford who said ‘if you always do what you’ve always done, you will always get what you’ve always got! Einstein also said the definition of a fool is to carry on doing the same thing but expecting different results. I know from personal experience that it is very easy for us as marketers to get stuck in a rut and continue to use the same methods to reach decision-makers, after all, it’s always worked before.
Today there is a greater need for an integrated and omnichannel marketing approach. Take time to review and reflect. What is missing from your approach? Is it overly dependent on inbound or content marketing? Are you able to close the loop when you get a high lead score? Reconsidering and reconfiguring your customer journeys may enable you to add different marketing channels into the overall journey that will help to convert more qualified sales leads.
5 Consider augmenting your internal capability and resource
One problem that is common across most marketing departments is finding the right skills and resource to support your sales and marketing activity. End, while you’ve always managed to do things internally in the past, now might be a good time to check out what’s available in the market. This could also enable you to introduce new elements into your overall Omni channel approach that will achieve the desired results.
Incognate help companies sharpen sales propositions, generate leads with c-suite and senior decision-makers, as well as create compelling sales and marketing content for campaigns.
If you would like help and support in reviewing your go-to-market approach contact us today!
John Bancroft, Managing Director of Incognate